Jib Fowles Advertising's Fifteen Basic Appeals

In the documentary Killing Us Softly 4: Advertising’s Image of Women by Jean Kilbourne, she talks about how women are depicted in advertisement. The average American will spend 2 years of their life just watching advertisement, and most of these people will make the claim that the ads were not effective to them. Jean Kilbourne stresses that the advertisement companies make their ads quick and cumulative so that they almost seem forgettable. However, the advertisements will still resonate in your mind unconsciously. Kilbourne argues that the objectification of women in the advertisement industry: negatively affects the mental health of women with the societal need to be perfect, encourages the eroticism of violence, and tells women they need

In today’s society, no matter where you are, there is always a good chance that you have seen an advertisement. These little creatures are everywhere. You may see them when you are reading a magazine, watching TV, or surfing the internet. We have become so used to them. Advertisements are good at making us stop what we are doing and giving them our full attention. What is an advertisement? An advertisement is an announcement made to the public. In Jib Fowles’ article, “Advertising’s Fifteen Basic Appeals,” he is informing us that companies are spending millions of dollars on advertisements to grab our attention in order to manipulate us into spending or thinking of spending our hard-earned money on their product. Even though a lot of people do not want to believe that a paper that is eight times eleven with an image and no more than five words is manipulative because we want to think that we are not that easy to trick. Nike created an advertisement for one of

Every day, companies present the people with advertisements everywhere they go. Advertisements have become very prevalent in today’s society nowadays focusing in on a negative connotation. Advertisement has become an effective way for producers to display their new products. In present day, they come in forms of billboards, flyers, e-mails, and even text messages. It is widely known that companies create advertisements to persuade people to buy specific products or goods; however, it is not widely known that advertisements can make a negative impact on today’s society. The companies manipulate people’s mind and emotions, swaying people by new promotions and therefore generating a strong desire to fit into the society, that causes them to make inessential expenditures. Advertisements pose a critical impact on the American culture.

For the longest time now, advertising has played a huge role in how we identify ourselves in the United States with the American culture, and how others identify themselves with all the cultures of the rest of the world as well. It guides us in making everyday decisions, such as what items we definitely need to invest our money on, how to dress in-vogue, and what mindset we should have to prosper the most. Although advertising does help make life easier for most, at the same time it has negative affects on the people of society as well. Advertisement discreetly manipulates the beliefs, morals, and values of our culture, and it does so in a way that most of the time we don’t even realize it’s happened. In order to reach our main goal of

In our society today a business is not a business without an advertisement. These advertisements advertise what American’s want and desire in their lives. According to Jack Solomon in his essay, “Master’s of Desire: The Culture of American Advertising,” Jack Solomon claims: “Because ours is a highly diverse, pluralistic society, various advertisements may say different things depending on their intended audiences, but in every case they say something about America, about the status of our hopes, fears, desires, and beliefs”(Solomon). Advertisers continue to promote the American dream of what a women’s body should look like. They advertise their products in hopes for consumers to buy them, so they can look like the models pictures in the ads. Behind these ads, advertisers tend to picture flawless unrealistic woman with the help of Photoshop. In our society today to look like a model is an American dream and can be the reasons why we fantasizes and buy these products being advertised. “America’s consumer economy runs on desire, and advertising stokes the engines by transforming common objects;signs of all things that Americans covet most”(Solomon).

Many people would argue that they personally feel exempt from the influences of advertising. But if this is the case, then why is the advertising industry grossing over $250 billion a year? The American living in the United States is typically exposed to over 3,00 advertisements in a single day, which means that he or she will spend two years of their lives watching television commercials. Advertisements are everywhere and we cannot avoid them. We see advertisements in schools, buildings, billboards, airplanes, bust stops, and so on. Not only are advertisements selling advertisements, but they’re selling values and beliefs, sexuality, images, and the normalcy of believing who we should be because an advertisement said so. Advertisements can create environments, but sometimes these environments can become toxic when consumers buy into its toxicity. One of the biggest toxicities of advertisements is the portrayal of women in advertisements. Though standards of beauty vary over time and by cultures, it seems as though the advertising industry is still buying into “the beauty myth.” This is notion that “the quality of beauty objectively and universally exists.” Though there have been strides to break this notion and attack how advertising has objectified women, it seems as though advertisements are objectifying women more and more. In most advertisements, we are not seeing women being depicted as who they really are, but being portrayed and objectified to be someone that they

In an essay written by Jim Fowles, “Advertising’s Fifteen Basic Appeals” he says advertising manipulates individuals to buy things they do not need. Advertisements use many emotional appeals such is the need for sex, escape, aesthetic sensation, satisfy curiosity and guidance. Today, Calvin Klein advertisements captures majority of individual’s attention. It is a well-known brand and expensive. It is known for their jeans and underwear. Calvin Klein apparel, underwear, shoes, and accessories can be found and brought online stores, malls, and outlet malls. Many famous celebrities and musician artists posed for Calvin Klein’s advertisement campaigns, wearing Calvin Klein jeans, shirts, sweaters, jackets, bras, purses, and underwear. Calvin Klein

Coming from commercials, newspapers, movies, and magazines, advertisements are one of the most prominent things that we get bombarded with on a daily basis. The problem with a lot of people including myself is that we fall victim to the manipulation of the advertising sharks and their devious tricks. In the article ‘Advertising’s 15 Basic Appeals’ by Jib Fowles, the author describes how advertisers will use 15 basic emotional appeals in order to get you to say ‘I want and need that!’ In National Geographic, a historical, anthropological, discovery-based magazine, advertisers focus their energy on the middle-aged, middle-class, educated audience, who want to improve not only their intellectual integrity, but also improve their families lives if the readers can help it. National Geographic advertisers can do this by appealing to the readers’ basic needs for achievement, nurture, and guidance.

Jim Fowles’ Advertising’s fifteen basic appeals , Fowles writes about how ads has many ways to appeal to the consumer. Actually according to Fowles there’s fifteen basic appeals to be exact. When Fowles writes “something primary and primitive, an emotional appeal, that in effect is the thin line edge of the wedge, trying to find it’s way into our minds.” In other words, Fowles is saying how advertisement works . The point that Fowles is making is important because something that has been around for years has made a major impact to society. The consumers have “unfulfilled urges and motives swirling in the bottom half of our minds.” This shows why Fowles is correct , it displays how advertisements have an emotional appeal to the

According to “Cigarettes by Eric H. Shaw and Stewart Alan, “advertising continued to increase the size of the market, despite an expanding awareness of health risks and increasing advertising restrictions,” (Source B). An ad isn’t looking to solve another person’s problems with something that will definitely benefit their wellbeing. An ad is made to make a person believe he needs the product they are selling so that the business can continue to profit off of someone’s vulnerability and grow off the people to naïve to even realize they are being played. According to “Exercise Your Moral Judgement Through the Way You Buy” by Renato K. Sesana, “they create unfulfilled desires and then they push us to buy the products that we do not need,” (Source F). As a popular catch phrase goes it’s “like taking candy from a baby.” According to Advertising Information or Manipulation? By Nancy Day,” Advertising tells you what you need. Before advertising told us to, who worried about dandruff...It can make us unsatisfied with who we are, greedy for what we don’t have, and oblivious to the miseries of millions who haven’t a fraction the comforts we take for granted,” (Source D). Before ads, there weren’t as many stereotypes or as many dissatisfactions that people have. On the other hand, an ad can inform someone of

According to Jay Walker-Smith, president of the marketing firm Yankelovich, American society has gone from being exposed to roughly 500 advertisements a day in 1970 to approximately 5,000 advertisements a day in 2015. As Killing Us Softly 4 reveals, advertisements and their contents have major impacts on the way an individual within a consumer driven society and culture views their day-to-day lives and overall satisfaction with themselves. Advertisements and marketing campaigns utilize and manipulate a variety of techniques to sell their products such as selling seemingly risqué/romantic sex lives and perfectness whether that be bodies, hair, makeup or lifestyles. One of the largest areas of marketing is food and alcohol, in which women are

There have been many advertising techniques over the past 50 years or so, but one of these changes is the adaption of ads to the shifting mind sets of people over time. An example of this previous statement is Folgers® Coffee. In the 1960s Folgers® launched an entire series of commercials which were demeaning towards women. The husbands in the commercials always had something witty and humiliating to say about the wives’ coffee, in one of the commercials the husband even goes on to say that the secretaries at his office made better coffee; the wives, sad and defeated, talked to a friend about the problem, prompting the friend to suggest she use Folgers®. The commercial always ended with the husbands’ approval and the wives feeling satisfied for attending to their husbands’ needs and wants.

The idea that advertising directly effects how individuals look at each other and themselves is not a new one. The idea has been around almost as long as advertising has. The idea that it creates a negative body image is a good theory, and is highly supported by public opinion. Advertisers use all sorts of ploys to get a person to buy their product, but in their message can be detrimental to the goals of society. Television is the easiest medium to transmit the advertisers message. It can go deeper than a print ad, and can give more of a storyline to the ad. The goal of this survey was to gauge how men and women perceived advertisements and if it had an effect on the way they thought.

The average American is exposed to hundreds of advertisements per day. Advertisements targeted toward females have an enormous effect on women's thoughts, attitudes, perceptions, and actions. Most of the time, women don't even realize these advertisements are formulating self-image issues. These ideals surround them daily and they become naturalized to the ads. Advertising creates an entire worldview persuading women to emulate the images they see all around them. In order to create a market for their products, companies constantly prey upon women's self esteem, to feel like they aren't good enough just the way they are. This makes women constantly feel stressed out about their appearance (Moore). Advertising

Women have been hyper-sexualized for a long period of time and up until now women have not been treated well in the media. Advertising tends to shape people’s perceptions and ideals and thusly forms the consumer’s minds to believe that what they see in advertisements is what should be manifested in their own lives. At first glance, people may think that advertising has no long term effects on consumers, when in reality studies have shown that even those short and simple advertisements can have long lasting effects on naive minds. Some of  these simple advertisements include advertiser’s using catchy tunes, the right use of color and boldness, and a good product placement in their advertisements. Advertising has used several different tactics in order to sell their products. One of those tactics is “Through the male gaze, the female body becomes territory” (Ponterotto 2016) and another common tactic is how advertisers use sex to sell their products. More importantly, an advertiser's goal is to try and target the consumers insecurities in order to sell their products. Since the 1980’s, sex in advertisements has increased dramatically and will continue to increase if it means that the advertiser’s will make profit. More specifically, advertisements have directed values that state women should look a certain way in order to live up to societies standards. Up until now, women have been taking these advertisements negatively and buying into the idea that they need to look a certain way in order to be considered “beautiful.” We now hypothesize that the negative connotations that have once been associated with women in advertising and is taking a drastic turn and turning into a more positive connotation.